Efes Rus is the Russian subsidiary of Anadolu Efes, one of the largest brewing companies in Europe and headquartered in Istanbul. In Russia, Efes Rus is one of the major players in the beer market, and has seven breweries.
To better compete in the face of recent regulations, the Russian brewer, Efes Rus, needed to transform its processes and operating model to reduce costs and make the business more responsive. It drew on Accenture’s deep industry, functional and local experience to redesign the company’s operating model and organization and streamline processes. The team consolidated processes scattered across seven breweries into end-to-end business processes. For instance, sales, logistics and customer service functions are now combined within a single order-to-pay process.
A single business service center (BSC) in Ulyanovsk delivers an unusually wide variety of services for Russia—sales support, customer services, supply chain, marketing, legal and IT. Given the business critical nature of the services, Accenture offered a risk mitigation plan and split delivery into two phases. Thanks to the efficient and effective end-to-end business processes and labor arbitrage, Efes Rus has managed to reduce the cost of services by 47 percent. The BSC also serves as the basis for continuous process improvement across the company’s business functions as it develops capabilities to yield additional savings and improved productivity. The centralized services are helping to transform customer service and convenience—even more important in a market with restricted growth. With these competitive advantages, Efes Rus is better positioned to grab market share.